Guidelines published by the Association of National Advertisers (ANA) in the States last month sent heads spinning across the industry in their recommendation that brands hire a chief media officer to police transparency and ensure media accountability. But isn’t this what the media agency is supposed to do? Do brands really need this role, and why?

Rarely in this industry do we witness unanimous opinion across the top holding company groups on any one particular issue. Yet the reaction of the world’s largest advertising powerhouses to a report published on media practices was possibly one of the closest things to inter-agency harmony ever seen.

Read the full Drum article here.